Wednesday, 14 November 2012

Coke leverage mobile to share brand love

I just tripped over this neat example of how brands with big global footprints, big ideas (and arguably big budgets to experiment) are leveraging technology across the digital/mobile eco-system to deliver brand experiences.  Coke have revived their original 1970s "I'd like to buy the world a Coke" campaign and given it a digital twist, leveraging mobile advertising, handsets and capability to bring virtual Coke giving to a new generation, beyond some of their various mobile vending "surprise" models.

Driven by (mobile) banners, consumers can send a surprise Coke via text message to a series of locations around the world where specially equipped vending machines can receive and display a gift message sent by text, and capture video footage of the surprise and delight moment to share back with the donor. Nice loop.

Clearly not a massive scale initiative but one which does nonetheless have nice global reach and touchpoints, which lends itself well to Coke's very publically stated ambitions to drive earned media as they increasingly focus on the value of content to their business.


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